Bravo Launched 'The Lookbook' with 'Girlfriends' Guide to Divorce'
Rebecca Byers — January 12, 2016 — Tech
References: thedrum
The Lookbook by Bravo is a social platform that allows viewers to explore and shop looks from some of the network's shows. Launched in December 2015, the digital destination featured the premiere episode of the network's 'Girlfriends' Guide to Divorce' as the first to be accessible on The Lookbook.
The e-commerce component of the website makes it the first instance of "shoppable TV" and works by directing viewers to third party sites where they can make the purchase. As of launch, the Lookbook has Ulta as its exclusive beauty brand. In addition to being able to shop outfits and beauty looks worn by characters on the series, viewers will be able to access exclusive content and other curated product guides.
The e-commerce component of the website makes it the first instance of "shoppable TV" and works by directing viewers to third party sites where they can make the purchase. As of launch, the Lookbook has Ulta as its exclusive beauty brand. In addition to being able to shop outfits and beauty looks worn by characters on the series, viewers will be able to access exclusive content and other curated product guides.
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